There is a difference between Google Analytics and Analytics 360, but that does not mean that one is bad and the other is good. Each one has its advantages and disadvantages, you just need to understand each one of them. This way, you can make a decision based on related parameters to help you measure your campaign results.
The version of the program
Google Analytics is a free monitoring and analytics tool for websites and apps. It makes it easy to set up and integrate with other services like ads and Search Console. It allows you to track your website visitor profiles, most visited pages, conversions, devices, cities and more.
On the other hand, Analytics 360 is a paid tool that meets the measurement needs of large advertisers and agencies with more customization. Therefore, it allows for greater support at the enterprise level. It is recommended for companies that handle large amounts of website data and high monthly traffic.
As you can see, one of the main differences between Google Analytics and Analytics 360 is that one is free and the other is paid. Furthermore, each party differs in its scope and capabilities for monitoring and analysis.
Research Analysis
With Google Analytics, you can define the parameters of the internal search query and the data used in the reports. Remember that if your site allows users to refine their search terms, you can also include this information in your reports.
Here you'll see the keywords the user searched for and related metrics, as well as the page the search originated from. Also, the search bounce rate, which is the number of searches in which users have left your site without clicking on the results page.
Only Analytics 360 helps you effectively manage your search across different media channels and search engines. In this way, you will receive valuable information that you can use to make better business decisions. So, it gives your search campaigns a head start with the latest data. It also uses smart bidding to improve performance. The biggest difference is that Analytics 360 turns data into actions.
When it comes to conversions, go straight to the dedicated conversion funnel. This is a big difference between Google Analytics and Analytics 360, because the free version of the tool doesn't allow for such customization. However, Google Analytics allows you to analyze conversion details dynamically.
Now, in Analytics 360, this is one of the most important features. It's great for those who use it as their primary tool for customer journey analysis. With a custom funnel, you can add or subtract steps to better match the actual customer journey. It gives you five built-in steps and five different rules to edit. You can analyze the bottlenecks and obstacles at each stage, or see how certain pages make the purchase process easier or more difficult.
Update data
The time the tool takes to process the exchange of information is key and is called updating the data. In standard Google Analytics this can take less than 24 hours, while in Analytics 360 most reports are guaranteed to be completed in less than 4 hours. Remember that this is a great feature for projects where urgency is essential for decision making.
Integration with other tools
It integrates with other marketing products and is available in two versions, Data Studio, Optimization and more. However, the original data integrations available are different. Analytics works with Google and Adsense and research control books.
Regarding the original remarketing integration, it also indicates the difference between Google Analytics and Analytics 360. In the first case, only Google Ads, while in the second, it includes this and Display & Video 360. And the integration with Bigquery is only available in 360, which is an advantage to gain more information through analysis based on SQL queries. The same goes for Salesforce, which allows you to use CRM data for ad targeting and optimization.
Another difference between Google Analytics and Analytics 360 is custom views, dimensions, and metrics. These are important metrics for analyzing the activities you perform, so understanding the size of each post is critical. If you want to use Google Analytics, you should know that you have a maximum of 200 views and 20 dimensions. and custom metrics. For Analytics 360, you can also customize the metrics, but you'll be rewarded with 400 views and 200 dimensions.
Consider using the paid version, which gives you more flexibility in collecting personal information. It's also great for managing data access with a larger display structure.
Unsampled reports and custom schedules
Unsampled reports and custom tables are also part of the difference between Google Analytics and Analytics 360. In the paid version, more than 500,000 sessions; In Google Analytics up to 100,000, depending on the number of additional parameters.
Please note that Analytics 360 has a limit of 100 million sessions, which is difficult to achieve. Additionally, you can download reports in any non-sample format, up to 3 million lines. Google Analytics has a capacity of only 50,000. Another way is to create a custom table for a continuous report where you want to display the unsampled data.
Alternatively, you can use the Google BigQuery integration to generate the reports you need via SQL requests. Note that you can have up to 100 custom tables in Analytics 360. Additionally, each table can have up to one million unique rows.
Data-driven attribution from multi-channel funnels
Google Analytics gives you rule-based or location-based attribution models, while Analytics 360 also offers data-driven attribution models. The latter provides a broader view because it is based on a model built from account data. This provides the opportunity to assign values to the Marketing Score. It takes into account the impact of the investment on the referral conversion metrics.
I hope it has been helpful to you, I still invite you to see the following post where we talk about marketing and about this world of the internet.